Watchshop.com has unveiled its second ever TV advertising campaign – set to hit screens on Monday November 5, nationwide.
The retailer has produced the Christmas campaign to target key shoppers in the run up to the festive period. The clip will be aired on channels including ITV2, Dave and E4.
The advert shows actors taking a step into the futuristic-looking world of Watch Shop, browsing various watches as they would online and finding those that fit with their personalities, ending with the slick tag line “Every time”.
Watch Shop’s director Kishore Naib said: “Our new advert is designed to reinforce the size and multitude of brands available at Watch Shop during this critical buying season. We feel that the advert highlights the quality, credibility and unrivalled popularity of Watch Shop, and we look forward to delivering this message to consumers.”
Naib stated that the advert should emphasise the “differentiation we have from our competitors by being the largest [in terms of most SKUs and brands] and most popular UK watch website”.
While Naib is hesitant to state which timepieces he believes will be bestsellers this Christmas, Watch Shop has been running a pre-Christmas sale with up to 60% off some models. The move may be an effective way to get shoppers on to the site and browsing, and Naib says this strategy has helped shift items to make way for new season products.
“We consider the pre-Christmas period to be an opportunity to move items which are discontinued or out of season to maintain a fresh stock selection during the critical sales period,” he explains. “We are also selling promotional items including exclusive lines to WatchShop.”
The new digital campaign was created in collaboration with Wordley Productions along with the media buying company MNC, whom Watch Shop worked with on their first television advert in 2011.
The 30-second clip packs in 25 watch brands including Hugo Boss, Edifice, Fossil, Ice-Watch, Guess and Timex. It took 15 weeks to make including the filming and editing of the piece.
The brand aired its first TV campaign in June 2011, and is now following it almost 18 months later with a new advert. Naib stated that while the company had not yet set in stone its marketing plans, the sight of its adverts on television add an element of excitement.
“Our long term marketing plans are not yet finalised, but Watch Shop sees television as an exciting way to reach the offline customer base,” he explained.